a particular actor or model, meanwhile the average person who wants to be like them, wants to purchase the product, because he or she believes that this will help them in achieving their dream and become more popular.
To live a healthy life is important, but it is questionable whether people care about themselves or they just want to be fashionable. It is difficult to decide, but as long as they work out, it is useful for their body. Do people need to spend a lot of money for sport apparel and accessories? Well, in order to get a better quality, they do, yet some of the brands set high prices, even though the products are not worth that much. A few companies with long history can raise prices, just because they have established a strong brand
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The Evolution of Adidas’s Brand Image
Some might argue that Adidas might be better than the previous brand, it depends, each individual has their opinion, and they might not be able to explain why the prefer one over the other. It seems people’s preference is based on the type of advertisement, and the style of clothes, and customers tend to be loyal to the chosen brand during their life. Adidas is a German company, which is competing with the American Nike. Adidas has a slogan launched in 2004: “Impossible is Nothing”, it cannot be called slogo, since they have stopped to campaign with the phrase. It was meant to reach the same effect as Nike’s “Just Do It”, as a slogo it was not strong enough to stay with the company, but it was a fierce slogan. Until today it is considered Adidas’s most successful line of all times: “This is one of the most famous tagline by the company. This tagline, which showcases the importance of fitness and importance of striving hard for anything you desire, is one of the biggest asset the company has, and possibly summarises the marketing strategy of Adidas” (Bhasin “Marketing Strategy of
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Their goal is to reach people who are willing to spend more money on the brand’s commodities. They focus on young people who see Adidas as a possibility to demonstrate how cool they are: “Adidas uses differentiated targeting strategy to target young adults, adults as well as children who have passion for fitness and sports. Although it targets customers in the age group of 13-40 years but majority of its customers are of 15-30 years of age who hail from upper middle class or the luxury class of customers” (Bhasin “Marketing Strategy of Adidas”). The buyers express their position in the society by wearing fashionable
It was established in 1964 by Bill Bowerman and Phil Knight the organization used to be called Blue Ribbon sports until the point that 1978 when they changed the name to Nike. The logo was designed by Carolyn Davidson in 1971. The logo used to be called “the strip,” which then became to be known as the “Swoosh.” The slogan “Just Do It” has been popular for quite a while now; truth to be told it was rated the top 5 ad slogans of the 20th century. The logo seems to be very simple, but it took Davidson 17.5 hours to design the logo, and it was also denied many times by the owners of the company. On the other hand, Adidas began in Germany as a little sportswear organization. The organization manufactures various types of gear and attire, for example, referee uniforms and tennis rackets. The organization's logo is a straightforward three stripes which the proprietor alludes to as "the three-stripe organization". At that point came "the Trefoil," which was Adidas' second logo which speaks to that their organization is bigger and more assorted. Similarly, there is "the three bars" which is intended to look like a mountain. The organization thought of this logo since they needed to give the logo some
Adidas uses pathos to convince their audience to buy their product. In the ad they use a message to draw in their attention by trying to use the message or something that the audience can connect to. Then the audience has an emotional connection to the message and starts to pay attention to the ad and is convenienced that they want the product. Adidas uses an emotional approach in the ad because they
The purpose of a campaign is to deliver a prospective consumer to the point of sale. Nike uses what is classified as a product oriented advertising campaign. Nike’s entire campaign is centered on convincing the consumer to purchase their product. The goal of most product campaigns is to educate and prepare the consumer to exhibit purchasing behavior, so that their company may become the leader in its market. Since Nike is already the leading athletic apparel company, their goal is probably to stay on top. Some of the major strategies used to achieve this goal are the use of television, magazine, and Internet advertisements.
They could overtake Adidas if they continue with their innovative strategy because they’re only $3.5 billion away. Since now-a-days consumers are all about technology and new innovative products, if Under Armour continues with their innovative strategy they will continue to see an increase of financial growth, become a major competitor for Adidas, and a closer competitor to Nike.
One thing I like about Nike is how accessible it is. You can find Nike products just about anywhere such as Nike outlets, Dicks Sporting Goods, Khols, Macy and other big department stores, as well as online. Some companies don’t make it as easy to find and buy their products which can be a struggle. I hate when I’m in need of a certain product but companies limit their access, and I can’t get what I need when I need it. Nike makes it easy to find and buy their products at any
Nike’s goal is to remain unique and different from others in terms of the items offered on the market. Arguably, Nike belongs to a monopolistically competitive market as there only a few organizations with the ability to regulate the amount charged for their product which means they cannot make their prices high as this is likely to make customers move on to other available choices (Nike, Inc., 2012). However, Nike can find a balance between the prices to charge for their products and remaining competitive with other companies in the industry. Nike has formed a distinction between the appearance and performance of their footwear and that of their competitors. Although products are differentiated from other companies, they still influence each other because they are items of the same
Lots of people at a high level in society use the products they own to represent their social status. As what Solomon says in his article, “advertisers have been quick to exploit the status signals that belong to body language as well.” (169) Advertising gives them a good chance to show their material success, and the advertised products make them more of individuality. For example, Michael Jordan owns a Ferrari 512 which is a super sports car with an unaffordable price. Ferrari’s advertising tells the world how excellent and expensive the car is, so that his car could shows his wealth and success in his career and also his energetic and positive personalities. Being advertised, Jordan’s Ferrari is not just a vehicle but a symbol of his identity. There is no doubt that this advertised car makes Jordan much more of
Celebrities are often used to endorse products for businesses to increase profits. Sue Jozui in her passage, explains that she believes using celebrities in advertisements is insulting to the buyer, and this action should be boycotted. The author supports her argument by first defining what using celebrities does to the consumer and how it portrays the consumer to be. She continues by stating that legislative rules should be enforced. The authors purpose is to convince the government and businesses to stop this action so that people aren't being persuaded to buy products just because a celebrity is advertising it. The author establishes a serious tone for all consumers that also support her claim. Jozui’s allegations of celebrities endorsing
Research can be defined as a systematic method through which new knowledge is discovered. No matter what topic is being studied or analyzed, the value of research lies in how well it is designed and carried out. There are several types of research which include: surveys, interviews, content analysis and focus groups. As an advertiser it is important not only to be aware of your surroundings, but what goes on in people’s minds. Individuals’ needs and wants are not only essential but the base of an advertisement’s success. The purpose of this essay is to conduct my own research about a company that has transcended barriers such as race, disabilities, and gender with a phrase that has sparked interest, innovation and motivation all over the world: “Just Do It”. Since the 1980’s Nike has not only become one of the leading sports brands, but a corporation that learned just how to convey a message and reach their target consumers through successful advertisement. The question is: What is portrayed through Nike’s advertisement and slogans? How has this helped sales, and how far has advertisement pushed its success? The objective of this research paper is to find and understand in-depth answers to these questions that bring a
Since its inception in 1949, adidas have been a leader in innovation; which is also their main competitive advantage in the market place. Along with innovation, the company differentiates itself in the market place with its strong brand equity, supported by a strong global marketing and advertising program.
When comparing prices, consumers can find the exact same style Nike boot in Adidas and pay a lower price. Essentially what the consumer is paying extra for is the Nike brand. Looking back at my journal you can see I wore the Adidas boots one time, then went out and bought Nike boots. “Brand loyalty is based on an emotional connection toward the brand and a conscious commitment to find this brand each time the consumer purchases from this category.” 112 Brand Promotion I could have worn the Adidas boots for free but I spent the time and money to go purchase the Nike brand. “brand loyalty and advertising work together to create another important economic effect related to pricing flexibility and profits. When consumers are brand loyal, they are generally less sensitive to price increases for the brand.” 45 Advertising and Integrated Brand Promotion Being able to raise prices but still keep the consumer market is very valuable. This is one of the main reasons brands strive to have brand loyal
Adidas AG has extensively used the theorised procedures above to create relevance of their brands in the market with keen awareness that they face stiff competition from other companies like Puma and Nike. The company understands that creation of an attachment to its products by the customers is a procedure. The symbol below represents the company logo that represents the brand imagery as indicated on the logo model above.
Retailers are constantly breathing behind consumer’s necks to persuade the individual that their brand is the best. In a result, these retailers are hoping the shopper will give in, buy the product(s), tell another friend about the brand, and push them to buy/show off the name. It is an ongoing and viscous cycle for individuals to keep their self-image updated with society. Moreover, the pressure to be accepted by others is influenced by buying a name brand item to avoid a negative response from peers. Jim Guest, author of Consumers and Consumerism in America Today, explains “In the current economic climate, consumers are constantly pressured to buy expensive, often unnecessary products and serves, and to live beyond their means” (148). A major reason for the overconsumption of brands are due to the popularity of brand ambassadors. As consumerism continues to grow, companies are becoming smarter and smarter; they will hire celebrities to endorse their brands and create an image of superiority for others to follow. To name a few examples, LeBron James, a professional basketball player, is endorsed by Nike; Carl’s Jr., a famous fast food chain, displays ads with beautiful models in bikinis eating their burgers; Kim Kardashian, a famous celebrity and fashion mogul, has endorsed Skechers sneakers. These are a few big named celebrities that
We all know the slogan, "Just Do It," that Nike developed to sell its products. But just do what?
Nike American Sportswear generated revenue of 7495 million US dollars in 2014, which was almost double of 2009 revenue of Nike Sportswear (Statista, 2015).The sales of (Athletic) Sportswear of Nike 90 million US dollars, however, the sale of Adidas Sportswear (Competitor of Nike) was 25 million US dollars, which was not even one third of Nike Sportswear sales (Statista, 2015).Nonetheless, the return on assets and equity are 13.41% and 26.43% respectively (Yahoo Finanace, 2015).